I got into advertising because I like making things land. A product can be good, but if it’s framed the wrong way, no one cares. If it’s framed right, it sticks. That shift is what pulled me in—seeing how something ordinary can feel bigger just by changing the voice, the tone, or the idea behind it. Even without a brief, I’m usually thinking about how something could be positioned better.

I love the thrill of working under pressure, it’s an inherit character trait of mine that’s evolved into one of my greatest skills. High stakes and pressure always bring out my best work. My favourite feeling is the flow state, where instinct and muscle memory take over and you feel like a passenger in your own body. I chase this feeling constantly, and a prime example is my dedication to music.

I’ve played guitar for seven years, and ever since I was old enough to step into a bar, I’ve been playing shows. There’s no place where I feel more at home than on the stage in a loud room with bright lights shining down on me. I’m lead vocalist, lead guitarist, and co-founder of the Winnipeg based hard rock band Lëddwyn, formed while I was still in high school. I’ve lost count of how many shows we’ve played, but I won’t live long enough to satiate the hunger I feel for performing. My dream is to one day play at Red Rocks Amphitheatre.